Time Warner opens Medialab at New York headquarters – The Hollywood Reporter

NEW YORK – Time Warner will officially unveil a newly established Medialab at its downtown Manhattan headquarters on Wednesday, designed to provide cutting-edge research for its media and entertainment operations in the digital age.

The facility, whose capabilities TW representatives say are unmatched in the Big Apple entertainment industry, includes biometric and eye-tracking capabilities, a 50-seat projection room, a simulation of home living room, video game stations, an environment store, discussion group space and live streaming capability that allows CNN to cover research on public feedback.

It will serve all units of the conglomerate, including Warner Bros., Turner cable networks, HBO and the Time Inc. publishing unit. Third parties, such as marketers and advertising agencies, are also expected to come in and use. the laboratory. The Medialab complements existing labs and research facilities at HBO, Time, Turner and Warner Bros. units. by TW.

TW’s CNN used the lab to research consumer reactions to the State of the Union address on Tuesday night. Prior to that, HBO was already using the lab to test the latest version of HBO Go, and Turner’s Adult Swim channel held biometric focus groups to test new shows and content.

Turner plans to experiment in the lab during March Madness to show audience interaction with games on various devices. And Warner Bros. is expected to test trailers and movie products in the new facility, according to TW.

Research conducted at Medialab will also include topics such as consumer use of mobile devices, engagement of video game players, which could be optimized through musical and other choices, people’s interactions with advertising content, and Optimal appearance and placement of magazines and DVDs on newsstand racks.

Kristen o’haraTW’s Global Media Group Marketing Director heads the Medialab, which will have two full-time employees and the ability to tailor staff as needed.

“As technology and distribution platforms evolve at such a rapid rate, it is essential to understand how consumers interact with our content,” said O’Hara. Hollywood journalist. “Can we make a difference in real time? Absoutely.”

When asked how Medialab complements the company’s other research capabilities, she said, “This is an opportunity to make our research an even more important strategic asset to our company. “

Ribbon Cutting Ceremony Wednesday Night for Medialab at Time Warner Center to Include Remarks from Chief Executive Officer Jeffrey Bewkes.

TW did not disclose how much it spent to build the Medialab. TW’s first partner in its creation was the market research company Ipsos MediaCT. Innerscope Research, which specializes in neuroscience-based biometrics, and market research firm Schlesinger Associates are the conglomerate’s other partners in the research center.

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Twitter: @georgszalai

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